Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience

Abstract

The current study aims to suggest a modified pyramid of corporate social responsibility (CSR) in the airline industry and find the moderating effects of consumer’s CSR experience (CSRE). Although previous studies proved the positive effects of CSR, there are surprisingly few research studies that incorporate Carroll’s fundamental CSR and specific issues of environmental responsibility in the airline industry as the integrated model. Thus, we suggest an alternative perspective of CSR, which can apply exclusively in the airline industry. Second, the moderating role of CSRE is demonstrated in a critical manner. To be specific, we hypothesize that sharing the same experience of altruistic motives may increase intimacy between the company and consumers, which affects a positive CSR evaluation. Therefore, consumers sharing the CSRE may perceive the CSR initiative more positively when compared to those who were not involved in the CSR programs before. By using the structural equation model (SEM) and ordinary least square (OLS) regression, we examined the effects of the modified pyramid of CSR on the corporate image (CI) and the moderating role of CSRE on customer loyalty (CL). The findings suggest that airline managers should consider environmental responsibility in CSR activities and design a variety of programs that should be designed to enhance consumers’ CSRE.

Stakeholders’ Influence on Environmental Sustainability in the Australian Hotel Industry

“…As environmental problems are increasingly recognised as persistent, global, and directly connected to a wide range of human stakeholders, businesses adopting stakeholder management initiatives will need to view the non-human stakeholder-the natural environment-as the most important organisational stakeholder. Strong collaboration amongst stakeholders is required going forward to achieve environmental sustainability [96,97]. Amongst all hotel stakeholders, hotels themselves and more so hotel chains are best placed to engage with and implement environmental sustainability policies and practices due to their organisational scale; specifically, their training and operational resources.…”

A Model of Corporate Social Responsibility, Firm Reputation, and Firm Performance in Small and Medium Enterprises in Kaski, Lamjung, and Gorkha District of Gandaki Province, Nepal

“…While applying (Yamane, 1967;Israel, 1992) with ±7% precision level where level of confidence is 95% and P = 0.5 thus, the sample for the study is 232 small and medium enterprises. The variables used in this study of corporate social responsibility are ethical, legal, philanthropic, economic (Carroll, 1991), and environmental responsibilities (Lee et al, 2019). Similarly, the variable of firm reputation is quality of employee, customer orientation or focus, quality of management (Schwaiger, 2004), and firm performance are product and service quality, customer retention, effectiveness (Spillan & Parnell, 2006).…”

CSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty

“…Strong CSR contributes to the creation of a friendly environment that has a good impact. Lee et al, (2019) examined the impact of CSR image in the context of airline services by deploying the SEM and OLS techniques they found that CSR image develops with the experience and sharing of this experience allow the management to evaluate the CSR practices. A positive response towards the customers' experience sharing builds up the strong CSR image which ultimately invites customer satisfaction.…”